New Report Shows Strategic Use of AI for Specific Use Cases Results in Increased Revenue; AI’s Ability to Deliver Trustworthy, Brand-accurate Information Remains A Top Concern
Conversica, Inc. unveils the findings of its comprehensive research study, The 2024 Marketing Executive AI Sentiment Report, shedding light on AI adoption, trust levels, and future plans among marketing leaders.
- Revenue Impact and Investment Plans:
- 89% of marketing leaders report AI-driven initiatives contributing to revenue growth in the past year.
- 90% plan to increase investment in AI, expanding current tools or exploring new applications.
- Middle of the funnel is identified as the area with the greatest potential for AI impact, particularly in lead nurture and qualification.
- Concerns and Trust in AI:
- 69% of respondents express concern about AI’s ability to deliver trustworthy, brand-accurate information.
- 53% are worried about losing human oversight in customer interactions with AI.
- Despite concerns, 89.5% of marketing leaders trust AI to act autonomously to some extent within their organizations.
- Future AI Use Cases:
- Top planned AI use cases for the next 12 months include improving real-time engagement, scaling outbound marketing, and inbound follow-up.
- Lead nurture and qualification emerge as the use case with the highest potential to impact conversion rates and revenue growth.
Jim Kaskade, CEO of Conversica, emphasizes the strategic importance of AI adoption for marketing leaders and warns against complacency in the rapidly evolving landscape. He highlights the need for comprehensive AI-powered solutions to drive revenue-centric operations effectively.
The 2024 Marketing Executive AI Sentiment Report showcases the growing reliance on AI in marketing, with clear indications of increased investment and strategic planning. Despite concerns, high trust levels underscore the potential for AI to revolutionize marketing strategies and drive revenue growth in the coming years.